With social listening, marketers can manage risk, uphold brand reputation and create content that better resonates with the audience. This chapter outlines the key considerations for marketers engaging in social listening. Reputation and risk management Social media has had a huge impact on brand and organisational communications and has led to a total transformation of […]
A company’s approach to social media will depend on many factors, including the sector it operates within and its objectives. This chapter looks at the different ways businesses can reach their audiences, whether taking a global, local or blended approach is best, and the pitfalls to avoid. Social media communication strategies The experts interviewed for […]
This quick guide shows customer-centric brands how to leverage the power of customer ratings and reviews, covering topics including consumer trust, third-party review sites, review partners and measuring ROI.
According to a survey conducted by the American Association of Advertising Agencies (4As) on March 18, 43% of consumers find it reassuring to hear from brands they “know and trust” as COVID-19 pandemic spreads. And 40% want to know how companies are responding to the coronavirus pandemic, compared to just 15% who say they do […]
The internet has empowered consumers in numerous ways, giving them a more direct connection with the brands they love (and hate), providing them with more choice and convenience, and giving them a means of quickly and easily sharing their opinions.
The content of this briefing is adapted from Econsultancy’s Ratings and Reviews Best Practice Guide. It covers: The key challenges of embracing the feedback economy (and how to overcome them) Fear of negative feedback Fear of too much feedback Unrealistic consumer expectations Lack of internal resource Fake reviews The factors that have fuelled the growth […]
This best practice guide looks at the feedback economy, why it is important, and the challenges and opportunities it presents brands. It explains how marketers can capitalise on ratings and reviews, including how to unearth insights from customer feedback, diffuse any emerging crises and measure its effectiveness as a channel.
With studies showing that large majorities of consumers not only turn to online reviews as part of their purchasing decisions, but trust them more than they do personal recommendations, it’s no surprise that many businesses take negative reviews very seriously.
The direct link between revenue and reputation is so clear that brands who do not pay attention to reviews risk missing out on improved search performance, better click-through rates and, ultimately, more sales.
Lush UK has announced that it is to step away from its corporate social media channels.
Dubbed ‘the greatest party that never happened’, Fyre Festival has become a catchall term for failure.
Some organisations discover issues through social media before they find out about them from their own employees.